The communication of the artist’s work to the public is made via intermediaries. These intermediaries are polarized into two main groups: the art market and the state (through its cultural institutions and agents).

The media closely follows these two groups of influence, since it is they who have the power to determine -or ignore- the current aesthetic tendencies. Within this order the artist does not work "for mankind" or for ideals of beauty or through rebelliousness, but for survival, money, and to be accepted. Market and institution become the audience rather than merely a channel towards it.

The artist has to respond to the law of the market: that flowers and landscapes usually sell well; or to the procedures of the art institution: that it is important for a contemporary artist to be at the level of fashion. In this way art is either commercial or institutional. Whilst both entities are engaged in promoting their own interests the options of the artist are based on patience and observance. The artist has to know the rules of the game, to play his cards well and finally learn how to adapt his artwork to one or other channel.

The problem of Ral Veroni - as with many other artists -is that he does not make flowers and he is not ‘a la mode’ enough. But he rejects this rejection. Since these intermediaries have so little to offer he instead has opted to rely on good fortune:

THE LOTTERY PROJECT

This series of mini-prints called THE LOTTERY PROJECT are based on a survival plan: each print sold can buy a new lottery ticket.

With the money that you spent in each of these prints the artist will pay the gallery commission (£ 0.70), material and display expenses (£ 0.30) and a new lottery ticket (£ 1). Through this regular exchange of art for hope the artist is expecting to win the lottery one day and then move to more ambitious projects like making bigger and better artwork or having a family.

It is a well known fact that lottery money goes in part to the Arts Councils. In that way you and the artist are still contributing to the arts (like it or not).

THE LOTTERY PROJECT is series of 49 designs, each in an edition of 49. They are produced in ink-jet on original spent lottery tickets, each numbered and signed by the artist. Prints are available individually at £2 each in the following galleries:

Glasgow:
Street Level Photoworks, 26 King Street G1 5QP
The Mackintosh Shop, 167 Renfrew Street G3 6RQ
Glasgow Print Studio, 25 King Street G1 5QP

London:
Bookartbookshop, 17 Pitfield Street N1 6HB
(opening hours: Wednesday – Friday, 1.00 – 7.00 pm)